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Deloitte: Paying standard prices better than vouchers

By Rob Starr, Content Manager,

According to the findings of the latest Taste of the Nation survey of 3,000 adults by business advisory firm Deloitte and research consultancy BDRC Continental, consumers would rather pay standard prices than dine out with a voucher.
Thirty two percent said customer service was excellent when paying standard price, compared with 22% when using vouchers. Similarly, 30% noted the quality of food as excellent, versus just 22% of those using a voucher.
Jon Lake, a corporate finance director in the licensed retail group at Deloitte said that when a similar survey was conducted a year ago, the majority (59%) of consumers had used a special offer voucher when eating out. “At the time we questioned the over reliance of some outlets on vouchers, he said.
Taste of the Nation, produced by Deloitte, together with BDRC Continental, explores the trends and patterns of consumers’ eating and drinking habits out of the home. It takes into consideration every time they purchase drink or food from a pub, bar, coffee/sandwich shop, fast food outlet, restaurant or club, whether it be a sit-in or takeaway occasion, shedding light on the size of the market and its opportunities.
The survey was completed by a nationally representative sample of 3,000 British adults, during October 2012, and comprised strong representation from all UK regions (excluding Northern Ireland), as well as different age and gender groups.

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